How to Automate Review Requests with Zapier

Connect your CRM to Review Generation in Semrush Local's Review Management through Zapier, and every new customer automatically receives an email review request. Once set up, you no longer need to add email addresses by hand each time you want to ask for reviews.

Before you begin:

To set up the Zapier integration, you need:

• An active Semrush Local Essentials or Pro subscription
• A location in a supported country: the USA, UK, Australia, Germany, or France
• A Zapier account — a free plan covers basic usage
• Access to your CRM: HubSpot, Salesforce, Pipedrive, Square, or any of the 7,000+ apps Zapier supports

Keep your Zapier and Semrush tabs open — you switch between them during setup.

Step 1: Create a new Zap

1. Log in to your Zapier account at zapier.com
2. Click + Create in the top-left corner
3. Select Zaps

The Zap editor opens with 2 empty blocks: Trigger and Action.

Step 2: Set your CRM as the trigger

The trigger tells Zapier to watch your CRM for new customers.

Choose your CRM app

1. Click the Trigger block

2. Type the name of your CRM in the search bar, then select it

Choose the trigger event

1. Click the Trigger event dropdown

2. Search for the event you want to fire when a new customer is added

The event name depends on your CRM:

If you do not see an exact match, look for events containing new, contact, customer, or lead. Choose the simplest New... option — it fires only for genuinely new contacts, so editing an existing contact does not send a duplicate request.

To send requests after a different event instead, choose a more specific trigger such as Deal Closed Won in HubSpot or Pipedrive, Invoice Paid in QuickBooks, or Job Completed in Jobber or Housecall Pro. You can also add a filter step between the trigger and the action to narrow which customers receive a request.

Important: Filter steps require a paid Zapier plan.

Connect your CRM account

1. Click Sign in in the Account section

2. Follow the prompts in the authorization window to log in and grant Zapier access
3. Click Continue once your account appears in the Account field

Configure and test

1. Keep the default settings in the Configure step and click Continue
2. Click Test trigger in the Test step
3. Select any record and click Continue with selected record. If no contacts are found, click Skip test instead — this does not affect your automation.

Step 3: Set Review Generation as the action

The action tells Zapier what to do with each new customer — in this case, send a review request through Semrush Local.

Choose Semrush as the app

1. Click the Action block

2. Search for Semrush and select it

Choose the action event

1. Click the Action event dropdown

2. Select Review Invitation Email

Connect your Semrush account

1. Click Sign in in the Account section
2. Click Yes, Continue to Semrush in the authorization window
3. Check that the account shown is the one holding your locations. If it is not, log out of Semrush in a separate tab, log in to the correct account, and click Sign in again.
4. Click Approve
5. Click Continue

Configure the action

1. Click the Choose Location dropdown and select the location you want to generate reviews for

2. Click the + icon in the Email field, then select Email from the list of CRM fields

3. Click Continue

If several locations share a name, check the location ID in your browser address bar on Semrush to confirm which is which. The URL follows this pattern: semrush.com/review-management/location/{ID}/

Email is the only field you need to map. Names and other details are not required.

Skip the test

Click Skip test on the Test step. Testing here creates a real review request.

Step 4: Publish your Zap

Click Publish at the bottom right of the Zap editor. A banner appears at the top of the screen to confirm your Zap is published.

Verify your Zap is running

1. Open your Zaps list
2. Find your Zap in the list
3. Ensure that the toggle in the Status column is on

Step 5: Test your automation

1. Add a test contact in your CRM using your own email address
2. Wait a few minutes — on the free Zapier plan, checks run up to 15 minutes apart
3. Check your inbox for the review request
4. Open the request and confirm the link leads to the correct Google business profile
5. Open the Review Generation tab in Review Management and check the channel card status
6. Remove the test contact from your CRM

The channel card shows one of the following:

• Awaiting contacts: The integration is connected but no contacts have come through yet
• Last sync: The timestamp of the last contact Zapier sent
• Sent and click stats: The integration is actively sending review requests

Frequently asked questions